Brand personality from an Islamic perspective: a conceptual analysis of Aaker’s model

• Main Authors: Ahmed, Muhammad, Jan, Muhammad Tahir, Hassan, Arif
• Format: Article
• Language: English; English; English
• Published: IIUM Press, International Islamic University Malaysia 2018
• Subjects: HF5001 Business. Business Administration
• Online Access: http://irep.iium.edu.my/70616/19/70616%20BRAND%20PERSONALITY%20FROM%20AN%20ISLAMIC%20PERSPECTIVE.pdf; http://irep.iium.edu.my/70616/2/70616_Brand%20personality%20from%20an%20islamic%20perspective_scopus.pdf; http://irep.iium.edu.my/70616/13/70616_Brand%20personality%20from%20an%20Islamic%20perspective_WOS.pdf; http://irep.iium.edu.my/70616/; https://journals.iium.edu.my/shajarah/index.php/shaj/article/view/266

Current challenges reflect intense competition in the market and low switching cost of customers. For any brand to be appealing and ultimately profitable, it necessitates differentiation in comparison with other brands. Marketers engage in various differentiation techniques such as Aaker’s brand...